The story of how the brand took the step into the world began with what was initially dismissed as spam. The editorial team behind the New York Times fashion supplement tried to reach the company to include their garments in a feature. It took several attempts before the message reached its destination.
After a couple of new attempts without a response, they contacted me via Instagram, that's when I realized it was actually serious and was afraid I had missed the chance of a lifetime! But I had no idea it would actually happen, Vincent Tallec told Ehandel.se last year.
Once the publication was a fact, the stock was almost immediately sold out. Customers from countries such as Argentina, Thailand and South Korea began placing orders, which required new routines for handling shipping and customs. The company's solution to manage the demand was to bring in the products in batches, with hundreds of garments sold at a rapid pace.
During the past year, the focus was therefore on meeting the rush.
Our strategy for 2025 was to double e-commerce sales compared to 2024, but we are now over 400 percent, said Vincent Tallec during the autumn of 2025.
The Annual Report Confirms the Increase
Now the financial compilation for the entire fiscal year 2025 is available. The documents show how the spread and the company's efforts have affected business.
Revenue for 2025 landed at 7.7 million Swedish krona. This can be compared to 5.5 million Swedish krona in 2024, resulting in an increase of 41 percent. Operating profit amounted to 928,361 Swedish krona for 2025, which represents an increase of over 120 percent.
According to the annual report, the focus on e-commerce and the brand's own designed clothing, LUB Originals, has driven sales development.
The workforce has remained intact during the period, with an average of two employees.
At the same time as sales have pointed upwards, the company has cleaned up the balance sheet. The company has previously had temporary tax deferrals related to the business. In early 2024, these amounted to around half a million Swedish krona. Now, current data shows that the company is free from these tax deferrals.